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乔布斯领导的苹果公司遵循了用户体验的理念,并成为吸引消费者关键。本文基于产品设计和体验营销两方面理论建立了用户体验对消费者行为的影响模型,收集数据后由结构方程模型验证假设。结果表明:交互体验、性能体验和感官体验(直接体验)会直接作用于用户忠诚,而情感体验、行动体验和关联体验(衍生体验)则通过满意度和转换成本间接发挥作用,衍生体验的影响大于直接体验。研究结果对厂商产品开发与制定营销策略具有一定的借鉴意义。
Apple led by Steve Jobs followed the concept of user experience and became the key to attracting consumers. Based on the theory of product design and experiential marketing, this paper establishes the model of the impact of user experience on consumer behavior, and assumptions of the structural equation model after collecting data. The results show that interactive experience, performance experience and sensory experience (direct experience) will play a direct role in user loyalty. Emotional experience, action experience and associated experience (derivative experience) play an indirect role through satisfaction and conversion costs, and the influence of derivative experience More than direct experience. The research results have some reference to the product development and marketing strategy of manufacturers.